Connect with us

Business

Experiential Marketing and Swadeshi Movement in India

Published

on

Experiential Marketing in recent years is catching the momentum and more companies are gearing up to start such campaigns to attract consumer’s attention emotionally, practically and rationally. Its aim is to create some kind of connection between a product and consumers. It allows consumers to respond to a product emotionally and/or practically. Experiential marketing campaigns need to be creative and ad campaigners must be aware of their target audience and site locations.

Gone are those old days when advertisements used to be jingles or mere a poster, now there is a steep increase in the number of television ads which involve the viewers emotionally, either through their sense of humour or by leaving tears on their eyes but still getting a positive attention towards their product. However, experiential marketing is not restricted to the television ads, but various campaigners have used their creativity to attract the consumers to their product by allowing them to interact with the advertisement in the physical world.

Some Interesting Examples of Experiential Marketing

 

One of the recent and very popular experiential marketing campaign was executed by Coca Cola in National University of Singapore. A vending machine was installed which would give a free can of Coca Cola when hugged tightly, this became very popular with students of the university and the campaign became very popular worldwide that almost all the major business and news journals covered it. It was a creative idea implemented by Oglivy and Mather of Singapore for the cola company. Leonardo O’Grady, ASEAN IMC director of the Coca-Cola Company explains: “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.”

 

coca cola hug machine
Coke Hug Machine in National University of Singapore, Source unknown

World renowned automaker Volkswagen surprised newsreaders in India on 21st September, 2010 by giving them the first of its kind experience of a talking newspaper. As soon as readers opened the Times of India or The Hindu newspaper; a light sensor would activate a recorded advertisement announcing the arrival of “a perfectly engineered car” – the Vento. It not only did help Volkswagen, but also the newspaper companies which received appreciations by the readers. This creative idea was implemented by DDB India. Speaking on this, Lutz Kothe, head of marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said “At Volkswagen, innovation is a way of life, it extends beyond our cars to even the way we communicate which reflects in this initiative.”

 

BBC see both sides of the story
BBC World ‘See both sides of the story’ ad

 

BBC started utilizing the corner walls for their campaign “See both sides of the story” this advertisement literally allowed the public to see the two sides giving the message that BBC has an unbiased approach and covers both the sides of the news from every point of view.

 

Folgers coffee street ad
Folgers Coffee Street Ad
Folgers coffee in New York City turned ordinary man holes into steaming cup of hot coffee. In the busy city like new york where finding a banner space to showcase your ad is also difficult, Folgers came with an idea of using man holes for their advertisement campaign. Which no one would have ever thought of before, it is not just extremely creative, but it is also impossible to be missed as millions of people walk on the streets of New York everyday.

 

duracell escalator ad
Duracell Escalator ad

 

Duracell used the escalator’s base to advertise their batteries. The campaign involved placing a 3D sticker of Duracell batteries showing as if the escalator is being powered by their batteries. This gives an impression of the high power and potential of their product, although it may not be possible to power a whole escalator with a pair of two standard AA size battery cells.

 

While all over the world innovative ideas have been coming up to create a difference on how consumers behave towards their product, Television ads have reached a new high in attracting consumers with their all emotions involved as people cannot interact as much physically as in real life, the only scope for the advertisers is to directly strike consumer’s passion and emotions.

Swadeshi Movement Connection

 

In India, Indian companies have been using experiential marketing with the formula of their national identity. Time to time companies create advertisements to make Indian consumers aware of their Indian origin. Such campaigning idea has its roots in Swadeshi movement. It was a movement to weaken British Empire in India economically and create better economic conditions within India and Indian people by abjuring English products and using only Indian made and Indian origin products. As described by Mahatma Gandhi, the movement was of utmost important  for swaraj (self rule). The movement was mainly propelled by Aurobindo Ghosh, Lokmanya Bal Gangadhar Tilak, Bipin Chandra Pal and Lala Lajpat Rai who were full with enthusiasm and anger after the partition of Bengal.
People gathered and burnt all the imported clothes and products they had, they boycotted buying any foreign product, even imported sugar. Local industries, handicrafts, small scale workers and farmers gained a lot, creating a better integrated economic structure among Indians and demoralizing English rulers whose one of the main purpose of being in India was its market.
Indian companies are still active in tapping that general mindset among Indian people and making them realize their greatness as their products are of Indian origin. It could be another form of experiential marketing as it is only on television, but still allows consumers to interact with their emotional senses. Watching such advertisements on television, consumers are able to connect to those times when their ancestors or they themselves had struggled to get rid of the foreign rule. It fills the public with enthusiasm, patriotism and passion and allows them to better interact emotionally with the product.
Today almost all the major Indian brands have harnessed the potential of Swadeshi movement in the current scenarios. Videocon coming with the tag line “Indian Multinational” in their ads became very famous at the time when Indians realized that the country is moving ahead with a very fast pace. Indian actor Shahrukh Khan would appear on the television sets and say “the Indian Multinational”.
An Indian man would appear on the television screens flying from India to the different countries showcasing the cultural icons of those countries, chanting “vande matram” Aditya Birla Group came up with the tagline “Taking India to the World”, making Indians realize the value of their company how they are making the brand name “India” more popular in the world.
TATA group came with an advertisement showing a little girl how proud she was to see an Air conditioner, which is still out of reach from for many Indians living in Indian villages. The girl insists on Voltas Air conditioner’s Indian origin and says “India ka AC” (Air conditioner of India). Voltas air conditioners are considered to be cheaper, more efficient and powerful.
When India opened its doors for the international companies after liberalizing its economy in favour of globalization in 1991. There was a fear that local Indian companies might lose in competition with the matured brands from the developed world. However, today almost in any sector Indian companies are able to outperform their foreign counterparts. There are many reasons for this, one being that Indian markets were opened quite at later stage when government had realized that Indian companies have got matured enough. But one of the major reason is also that Indians of today’s generation have started preferring India brands once again which is indeed because of such advertisements that connects people to Swadeshi movement.

Taking example of the auto industry, three out of top four auto companies in India are Indians by their market share. Leaving behind other companies who have a great foothold all over the world.

  1. Maruti – 40% (India)
  2. Hyundai -13.88% (South Korea)
  3. Tata – 13.12% (India)
  4. Mahindra – 7.89% (India)

Source: rediff.com

Recently India observed telecom revolution, which has penetrated even the remotest parts of India, this was due to the result of aggressive competition between government-private and private-private companies. Today almost all the big names in India like Tata, Aditya Birla Group, Videocon, Reliance, Bharti are in telecom business. Again among the top four mobile carrier services in India, three are Indians.

  1. Airtel
  2. Vodafone
  3. Idea
  4. Reliance
When it comes to bank, Indian banks receive tough competition from global players like Citibank, HSBC and Deutsche Bank, however when it comes to the best banks in India including foreign and domestic, all top seven positions are occupied by the Indian ones.

 

best banks in india
Source: Business Today

 

Experiential marketing is anything that allows users to interact with their products either physically or emotionally. Some creative campaigns can become so popular that they might start attracting consumers out of the targeted area bringing more profit, revenue and popularity. Implementing such creativeness could be costly, but if researched and analyzed properly, it can bring good results, especially brand popularity and name.

 

Please share and join the discussion on facebook by clicking the “Like” below.
Visit The World Reporter for discussion on this post. Or you may like to know what others are saying on this topic.

Sanskar Shrivastava is the founder of international students' journal, The World Reporter. Passionate about dynamic occurrence in geopolitics, Sanskar has been studying and analyzing geopolitcal events from early life. At present, Sanskar is a student at the Russian Centre of Science and Culture and will be moving to Duke University.

Continue Reading
Comments

Business

Industrial masking products improve surface finishing

Published

on

Industrial surface treatment depends on careful control. During powder coating, liquid painting, anodizing, electrocoating, plating, and similar processes, certain sections of a component must remain untouched. Threads, contact points, holes, edges, and assembly areas often require protection so that the finished part can function correctly without additional cleaning or reworking.

This protection is achieved through industrial masking products designed to resist heat, chemicals, repeated handling, and demanding production conditions. Selecting the right solution helps manufacturers obtain cleaner finishes, maintain dimensional accuracy, reduce defects, and keep production moving efficiently. Standard components can address many recurring applications, while custom designs provide a practical answer when complex geometries or specialized requirements make conventional products unsuitable.

Industrial masking solutions for surface treatments

Global Mask designs, manufactures, and commercializes masking products for companies involved in industrial coating, metal finishing, and surface treatment. Its range supports processes such as powder and liquid coating, anodizing, electrodeposition, plating, and cataphoresis, where reliable protection is required throughout application, curing, and finishing.

The company combines standard masking components with made-to-measure developments created for specific parts and production environments. Its products include silicone plugs, caps, tapes, discs, tubes, sheets, profiles, cords, hooks, and other protective elements. This broad selection allows production teams to match the masking method to the component, treatment, temperature, and expected manufacturing volume.

Standard components for recurring production needs

Standard masking products are useful when manufacturers work with common hole sizes, threads, tubes, studs, or flat areas. Silicone caps and plugs can protect internal and external surfaces, while tapes and discs cover defined sections that must remain free from paint or coating. Tubes, profiles, sheets, and cords provide further options for parts with less conventional dimensions.

Because industrial finishing often involves elevated temperatures, masking materials must remain stable during both application and curing. A properly selected component should maintain its fit, prevent coating from reaching protected areas, and be removed without damaging the surrounding finish. Consistent masking supports repeatable results across long production runs and helps limit corrective work after treatment.

Custom rubber masks for complex components

Standard products cannot address every shape, particularly when components contain unusual openings, several protected areas, or surfaces that must be covered simultaneously. In these situations, custom rubber masks can be developed around the exact dimensions, geometry, treatment method, and working conditions of the application. Global Mask produces tailored solutions ranging from special tape shapes to complex molded rubber and silicone parts.

These customized products are intended to fit directly into the customer’s production process rather than requiring operators to adapt a generic component. The company’s capabilities include molded silicone parts, silicone cutting, and 3D silicone printing, allowing different manufacturing methods to be considered according to the design. A purpose-built mask can protect several areas at once while simplifying placement and removal.

How a customized masking project is defined

The development process begins with a clear understanding of the part and its treatment conditions. Dimensions and geometry determine the physical design, while the coating method influences the choice of material and construction. Working temperature is another essential factor because the mask must remain secure and stable throughout the complete surface treatment cycle.

Production volume also affects the recommended solution. A project involving a limited series may require a different manufacturing approach from a component produced continuously in large quantities. By evaluating these conditions together, the masking design can balance accuracy, durability, handling requirements, and repeatability without adding unnecessary complexity to the production line.

Flat surface masking and special tape shapes

Flat areas may require more than a rectangular section of conventional tape. Openings, logos, contact zones, mounting surfaces, and irregular edges often need a precisely shaped barrier. Global Mask manufactures die-cut tapes in customized forms using plotter cutting and die-cutting equipment, providing options for both short runs and high-volume production.

Precut shapes can improve consistency because operators do not need to trim every piece manually. They also make positioning more predictable, which is valuable when the same protected area must be reproduced across many components. Accurate tape geometry helps establish clean coating boundaries while supporting faster and more standardized application.

Choosing between reusable and single-use masking

The most suitable format depends on the treatment, part design, production frequency, and handling process. Tapes and discs are practical for many flat or lightly contoured surfaces, while reusable rubber or silicone masks may be more appropriate for repeated operations. Molded components can also provide a secure fit when the masking area includes several connected features.

Removal must be considered alongside installation. A product that can be positioned quickly but is difficult to remove may slow later stages of production. For that reason, an effective design considers the entire workflow, including preparation, coating, curing, cooling, mask removal, inspection, and reuse when applicable.

Hooks and suspension systems for coating lines

Masking products protect selected surfaces, but components must also be supported and transported throughout the finishing process. Global Mask supplies hooks, eyebolts, and related suspension accessories for holding parts during painting and surface treatment. Different hook formats allow manufacturers to select a configuration suited to the component’s weight, shape, contact points, and movement through the line.

The suspension system can influence both process stability and coating access. A properly supported part remains secure while allowing the coating to reach the intended areas. Contact points must also be planned carefully because they may require masking or may need to remain electrically conductive during certain treatments. Coordinating suspension and masking helps create a more orderly finishing operation.

High-temperature masking for wheel coating

Wheel finishing presents specific challenges because bolt holes and the rear hub area may need protection during powder coating. Global Mask offers reusable high-temperature rubber masks designed for these locations, along with discs, plugs, kits, and hooks intended for wheel coating applications.

Reusable wheel masks can provide a consistent fit across repeated cycles when they are selected for the correct wheel design and process conditions. Their defined shape supports accurate placement and protects functional areas from unwanted coating. This specialized approach is relevant to manufacturers and finishing companies that require reliable results while handling recurring wheel production.

Technical design for different industrial sectors

Global Mask serves businesses in industrial painting, metal finishing, and surface treatment, while its solutions are also used in automotive, railway, aerospace, sporting equipment, home appliance, electronics, and architectural applications. Each sector presents different combinations of materials, shapes, temperatures, coatings, and production volumes, so masking requirements can vary considerably.

The company supports these applications through in-house design and production, engineering guidance, customer assistance, and the development of masking proposals based on project requirements. Combining product knowledge with application-specific design helps manufacturers protect critical areas, reduce masking errors, and maintain dependable finishing results throughout their industrial workflow.

Continue Reading

Business

How To Future-Proof Your Business With The Right Tools

Published

on

Running a business is a balancing act between managing today’s tasks and planning for tomorrow’s challenges – and getting that balance right is where you’ll find success. Future-proofing your business might sound like something from a sci-fi show or just one of those words that no one really understands or does, but in this case, it’s a real thing, and it’s a really important thing. You’ve got to be proactive, and the tools and systems you choose now can either set you up for long-term success, or leave you in your competitors’ dust, so you’ve got to get it right. With that in mind, keep reading to find out more. 

Think Scalability 

The tools you’re using right now might seem – and actually be, in fact – perfect for your current needs, but the question isn’t whether they’re working now (you wouldn’t be using them if they weren’t), but instead it’s whether they can grow with you. In other words, you’ve got to choose tools that won’t fall apart as your business grows, meaning you’ve got to start from scratch with new systems – when you’re growing your business, you’ll have enough on your plate without that as well. 

For example, small businesses often rely on simple payment methods in the early days, and although they’re definitely convenient, as time goes on you’ll probably have to rethink things, especially if you’re growing. If you’re still relying on quick fixes, it’s probably time to stop using Zelle for payments because when it comes to business transactions, it doesn’t have the features and security of something more professional. 

Automate Where You Can

What’s one of the most precious resources any business owner can have? The answer is time. So if time is so precious, why are you wasting it on repetitive tasks when you could be doing other things if you put some automation in place? Just think of all the time you’d free up if you automated your invoicing, social media posts, email campaigns, and so on – what could you do to make your business better with the time you save? 

Not only does automation save time, but it also means there’s a lot less chance for human error to creep in, and that’s got to give any business owner lots of peace of mind and reduce their stress levels – and doing that is always a positive. 

Stay Ahead On Cybersecurity 

You might have noticed a few (and possibly the numbers are growing) headlines recently about big data breaches – it basically means that customers’ sensitive data has been accessed by hackers, and when that happens, those customers can have issues with identity theft, lost money, compromised passwords, and more. 

That’s why it’s so important to invest in good cybersecurity if you want to future-proof your business and make it strong and trustworthy today. Strong firewalls, secure payment systems, data encryption, cloud storage, and good cybersecurity training for your team can go a long way to protecting your business and your customers, meaning it’s going to last a lot longer and get a good reputation too. 

Continue Reading

Business

What are EDC products, and why should you always have them?

Published

on

edc gear

EDC gear includes products that have become indispensable for improving one’s quality of life. These are the tools and implements that can solve everything from simple daily tasks to being vital objects capable of saving lives.

Regardless of the lifestyle you lead, there are countless situations in daily life where you need a tool or item that helps resolve inconveniences or facilitates completing tasks. This is where the category of products known as EDC (Every Day Carry) comes into play. EDC includes a variety of items that are necessary in unexpected moments.

For these tools to truly be useful in daily life, they must be durable and of high quality. For this reason, it is highly recommended to choose selected EDC gear by Onibai.com, an Italian brand with extensive experience in selling this kind of exclusive everyday carry equipment. The brand offers a wide selection of well-crafted, durable products that meet the demands of everyday carry needs.

Knives: essential for multiple situations

Knives, or EDC blades, are among the most essential tools in any EDC kit. In fact, they are often seen as a symbol of someone who is prepared, practical, and functional. Whether it’s opening packages or envelopes, cutting cords or ropes, or other simple daily tasks, a suitable knife can make these activities much easier. Additionally, a good knife can serve as a means of self-defence in case of sudden attacks.

Over time, the design of knives has evolved and diversified. Daily-use knives are now specifically designed for lighter cutting tasks, such as those mentioned earlier. Tactical knives, on the other hand, are made for more intense scenarios. They are stronger and reinforced, often designed for high resistance or self-defence situations.

Urban knives, tailored for city dwellers, are built to meet the needs of individuals in modern environments, so they often feature sleek finishes that complement contemporary lifestyles. Another popular category is multi-tool knives, which are designed to handle a variety of tasks. These knives have the resilience and sturdiness of a 3-inch blade while also fulfilling the precision requirements needed for various EDC tasks.

Other essential EDC products

In addition to knives, there is a wide range of other EDC products that are indispensable in daily life. One of these is, undoubtedly, a reliable wallet. A well-designed wallet needs to be robust enough to withstand daily use while keeping essential items like bank cards, identification documents, and more, safe and in good condition.

Flashlights are also vital components of any EDC kit. These tools are incredibly useful in many situations, particularly in dark environments or emergencies where additional lighting is critical. When selecting a torch, factors such as battery life, size, portability, and brightness should all be taken into account.

Purses, fanny packs, or backpacks also play an essential role in everyday carry. These items are where people store the various EDC products described above. They usually come with several compartments and are available in different sizes and materials, depending on the person’s style and daily activities.

Other items that are part of an EDC kit include beads and cords, Velcro patches, bottle openers, multi-functional key organisers, as well as durable, long-lasting, and stylish pens that adapt to any situation and lifestyle.

An interesting category of EDC products includes stress-relief toys for adults, which provide a means of alleviating daily stress. Popular options in this category include fidget spinners, fidget sticks, stress-relief sliders, poker chips with buttons, and mechanical coins. These items not only serve as a source of relaxation but can also be a fun and effective way to manage anxiety and tension during the course of a busy day.

In conclusion, EDC gear is not just a set of tools but a lifestyle that reflects preparedness, practicality, and a proactive approach to the uncertainties of everyday life. The more equipped you are, the more empowered you will feel in facing the challenges that arise.

Continue Reading

Trending